Three big cereal names ‘competing to buy’ privately owned Dorset Cereals

Three big cereal names ‘competing to buy’ privately owned Dorset Cereals

Three big cereal names ‘competing to buy’ privately owned Dorset Cereals

First published in News

THREE of the biggest names in breakfasts are said to be competing to buy privately owned Dorset Cereals.

Jordans, Kellogg’s and Weetabix are all interested in buying the Dorset company, according to Sky News, which puts its value at more than £50million.

Dorset Cereals is owned by Wellness Foods, which also owns Rose Honey.

A statement from the company said: “Dorset Cereals has been producing award-winning breakfast cereals for many years and, according to the latest Kantar World panel market data to January 5, has seen the fastest growth in the number of buyers of any major brand in the cereal category.

“In the past year over two million households have bought the brand – not bad for a tiny little company from Dorset!

“As a consequence of our success our owners Wellness Foods have had interest from a number of companies.

“This is a confidential process and no decision has yet been made.”

It said it was “business as usual” for the company’s team at Poundbury.

Comments (4)

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4:23pm Thu 3 Apr 14

the_baron1 says...

Love Dorset Cerals !!!!!!!

Hope they stay privately owned and not bought out by a big brand company.
Love Dorset Cerals !!!!!!! Hope they stay privately owned and not bought out by a big brand company. the_baron1
  • Score: 5

4:39pm Thu 3 Apr 14

EGHH says...

We all know what will happen, they'll buy the brand, close the factory and move it in house. Just like Cadburys.
We all know what will happen, they'll buy the brand, close the factory and move it in house. Just like Cadburys. EGHH
  • Score: 4

5:58pm Thu 3 Apr 14

Lord Parkstone says...

With any luck when one of the big 3 buy out these people the over exorbitant prices of their over inflated products will come down. Failing that if you like their products but not their prices go to lidl buy their own brand Goody range which is made by Dorset cereals and doesn't cost as much- fact!
With any luck when one of the big 3 buy out these people the over exorbitant prices of their over inflated products will come down. Failing that if you like their products but not their prices go to lidl buy their own brand Goody range which is made by Dorset cereals and doesn't cost as much- fact! Lord Parkstone
  • Score: 2

6:47pm Thu 3 Apr 14

Turtlebay says...

Perhaps Wellness Foods will turn round and say 'no thank you, we are happy to continue on our own'. No all businesses can be bought by the big boys just because they have huge wallets!
Perhaps Wellness Foods will turn round and say 'no thank you, we are happy to continue on our own'. No all businesses can be bought by the big boys just because they have huge wallets! Turtlebay
  • Score: 3

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